Press releases enhance and add fresh content to a business’s online presence. At the same time, they detail the company’s latest news and events. It might seem to the novice that writing such a short piece is a one-step process: just sit down and create. However, the reality of it is that this writing endeavor needs special attention from inception to completion.
Before you can begin to write, you need information to use. Unless you are the owner of the company and know every detail of the news to be presented, you will need to gather information first. To begin, you will need all the company contact information, written out in a neat block to make it easy for you to read when you submit it later.
Next, you need to know what the company wants to say to the world. Is their website being updated? Have they earned an award? Is there an upcoming event they want to publicize? Whatever news the business owner wants to tell, you need the specific details.
Some of the details you might need are:
1. Name of News or Event
2. Date of News or Event
3. Names of Individuals Involved
4. Description of Product or Service
5. History and Mission of Company
6. Names of Awards, Publications, etc.
7. Details of Special Offers
As a part of the information-gathering stage, you need to settle on a news focus for the release. Then, learn more details about that specific news item. Finally get a quotation from a company representative, industry leader or customer. When you have finished all this, you are ready to write the title.
Writing the Title
The title does not necessarily have to be written first, but if you do write it before you start with the summary and body of the PR, it will aid you in maintaining focus. Choose your words carefully. Remember that these are the first words readers will see. If they are not compelling words, the reader is likely to click away without going any farther. They should also present a concise statement that represents the information that is going to be explained in full later.
Writing the Summary
The summary can be written before or after the body of the press release. Writing it first will keep you on track, but writing it afterwards may lead to a more accurate representation of the material in the PR. In any case, the summary should be compelling, just like the title, and interesting enough to inspire people to click on it from the search engine results page.
Writing the Body
If you have done your preparatory work well, writing the body of the piece should not be difficult. Use the information and quotations to create a detailed account of the company’s current news item. Always be aware that the company’s image is at stake. Remember to use correct spelling and grammar, and write in a formal, third person voice. Also be mindful of the reading habits of internet users. Keep the sentences and paragraphs short so readers can scan them quickly and easily. When you are finished, read it aloud several times and correct any details or clumsy wordings. After that, it is time to show it to someone.